Junkee Media partners with VisitBritain to break travel stereotypes in new campaign
Junkee Media has partnered with Qantas Airways and VisitBritain to create a ‘Britain Unlocked’ content series to inspire visiting Australians to get outside London.
The content series is set to roll out next month with the hero video showing viewers the diverse activities, and destinations within a two-hour radius from London.
Produced by Junkee Studio, the series aims to draw attention to the unusual tourist locations, breaking the typical London stereotype.
The two-and-a-half feature video will be accompanied by 45 second videos which will each individually highlight the music, food, culture and outdoor adventure scene Britain has to offer.
London, Bristol, Liverpool and Manchester are all cities featured in the films.
Viewers will be directed to AWOL – Junkee Media and Qantas’ joint travel publication – after they have watched the video, where additional travel information and inspiration can be found.
‘Britain Unlocked’ will be displayed throughout Qantas in-flight entertainment, outdoor, the airport and Qantas and VisitBritain’s digital channels.
Sumathi Ramanathan, regional director at VisitBritain, said in a statement: “From Bristol’s street art and Manchester’s Junkyard Golf to the world’s first Light Art Gallery in London and every chocoholics dream in Brighton – Choccywoccydoodah – Britain is packed full of incredible experiences you can’t get anywhere else.
“This campaign is all about showcasing the sheer diversity of these amazing moments from our vibrant, lively cities and their buzzing culture and music scenes to their lively cafés and boutique shopping.”
Olivia Wirth, Qantas Group executive brand, marketing and corporate affairs manager, said: “We want to help our customers make the most of their time overseas and with the launch of our nonstop Boeing 787 Perth to London services starting next year, customers can enjoy a direct service, spending less time in transit and more time exploring.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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